Subway appoints former PepsiCo executive Greg Lyons as global CMO

GLOBAL – Subway has named Greg Lyons, a seasoned PepsiCo beverages marketer, as its new global Chief Marketing Officer, effective May 19.

Subway has appointed Greg Lyons as its new Global Chief Marketing Officer, placing him on the executive leadership team and reporting directly to interim CEO Carrie Walsh.

Walsh stepped into the role following the retirement of former CEO John Chidsey in late 2023.

In his new position, Lyons will lead Subway’s global marketing strategy, data and insights, digital innovation, culinary development, and other business transformation efforts.

He will collaborate closely with Leo, the new agency formed by Publicis Groupe through the merger of Publicis Worldwide and Leo Burnett.

Leo recently took over Subway’s creative account from Dentsu and will help refine a “transformative, guest-centric marketing strategy” that continues to leverage the brand’s well-known “Eat Fresh” tagline and its partnerships with elite athletes such as Tom Brady and Simone Biles.

Lyons arrives at Subway following his departure from PepsiCo, where he served as CMO of its U.S. beverages division.

His portfolio at PepsiCo included major brands like Gatorade, Mountain Dew, and Starry.

His exit coincided with Pepsi’s challenges in regaining market share and its recent US$2 billion acquisition of prebiotic soda brand Poppi. Mark Kirkham has since stepped into Lyons’ former role.

Subway’s longstanding relationship with PepsiCo and Frito-Lay was reinforced last year through contract extensions.

Walsh, formerly Subway’s global CMO, is continuing Chidsey’s turnaround strategy, which includes multiple menu updates, global franchise expansion, and widespread restaurant remodels.

Subway is also ramping up its non-traditional presence.

These locations currently account for roughly 25% of its global footprint, and the chain is expanding through partnerships with companies such as Walmart, Aramark, and Love’s Travel Shops.

It is also broadening its reach in airports, colleges, and hospitals through partners like Areas in Mexico and Spain.

With nearly 37,000 global locations, Subway expects to approach 50,000 restaurants once current franchise agreements are fulfilled.

However, some North American franchisees continue to struggle, with one 48-unit operator recently declaring bankruptcy amid low profitability levels.

This expansion reflects a reversal from earlier contraction under previous leadership. Subway was acquired in 2023 by Roark Capital for nearly US$10 billion.

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